The Security Event (TSE) is an exhibition, held at the NEC – Birmingham, showcasing the world’s leading security brands. In 2024, the Cadmus Distribution Group Limited’s brand 4Gon attended the event in partnership with top supplier, Ubiquiti.
As the Digital Marketing Apprentice at Cadmus Distribution Group Limited (CDGL), it was my job to create all of the content leading up to the event to encourage customers to attend. In preparation for the events I worked closely with the sales account manager who worked closely with Ubiquiti to ensure that our objectives for the campaign and event aligned.
The aim of this campaign was to encourage our customers to attend the free event so that they could go and talk to the 4Gon account managers at the event. These account managers could then collect these leads and get in contact with them to discuss products and gain new sales opportunities.
In the weeks leading up to the event, I created numerous social media posts which were posted on our LinkedIn, Facebook, and Twitter platform profiles. I designed banners that I then uploaded to the banner slider located at the top of the 4Gon homepage. I also used our email marketing platform, Dotdigital, to create and sent email marketing campaigns to our general email list (containing over 3,000 contacts) and to various legitimate interest lists which included many of our Ubiquiti customers.
As the event had its own independent ticket acquisition page, we were not able to directly the track the traffic from the campaign but the account managers had received promising feedback from customers before the events, and they returned from the events with an impressive list of new leads to contact and projects to work on.
After the event we also sent an email to all contacts we gathered at the event to encourage them to reply to arrange a call with our account managers. We sent 3 separate campaigns to 3 groups of leads. Each was phrased as if from the account manager that the contact spoke to at the event, in order to create a sense of personalisation.
Tools used:
- Adobe Photoshop: to create and edit all graphics.
- Dotdigital: email marketing software.
- Social Platforms : LinkedIn, Facebook, and Twitter (X).
- SEMrush: to schedule and analyse analytics of content on social platforms.
Content examples:
